Digital Marketing – The What and The Why
1,800,000,000. Absorb this number. This is the approximate number of websites on the web. Now think of the population of the world. 7.8 billion people. It means there is 1 website for every 4 people on this mysterious globe. Do you realize the scale on which this game is played? The name of the game is ‘Digital Marketing’.
Digital Marketing is the umbrella under which all the marketing efforts that use a digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
Types of Digital Marketing:
- Search Engine Optimization
This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
- Content Marketing
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
– Blog Posts
– E books and whitepapers
- Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
- Pay Per Click (PPC):
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place.
- Affiliate Marketing:
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
Hosting video ads through the YouTube Partner Program.
Posting affiliate links from your social media accounts.
- Native Advertising:
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
- Email Marketing:
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
– Blog subscription newsletters.
– Follow-up emails to website visitors who downloaded something.
– Customer welcome emails.
– Holiday promotions to loyalty program members.
– Tips or similar series emails for customer nurturing.
- Online PR:
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
- Inbound Marketing:
Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:
– Blogging vs. pop-up ads
– Video marketing vs. commercial advertising
– Email contact lists vs. email spam
- Sponsored Content:
With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.
Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.
If your company is business-to-consumer (B2C), depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.
For that reason, you’re probably less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).
For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.
B2B and B2C Marketing are the ariel view to this colosseum. Let’s dive deeper.
To gain organic traffic is one of the toughest part for a website. This is where SEO comes in. You bid on the right keywords, make relevant content, put in the right tags in your blogs and attract the right customers.
Content Performance and Lead Generation:
Let’s say you put great content on your website. Now, it is of utter importance for you to know about the numbers that your content generated. You need to know how your content performed. This also helps you generate the right leads and convert these leads into sales.
Attribution Modelling is an effective digital marketing strategy combined with the right tools and technologies which allows you to trace all of your sales back to a customer’s first digital touchpoint with your business.
It looks like we have successfully established the what and the why of digital marketing. In our next blog, we will establish how digital marketing will carve the future of this ever evolving mysterious world. Until then, stay tuned 🙂
Avinash Somjani is an intern at utobo and he is currently pursuing his MBA at SIBM Bengaluru. He is passionate about sports, science fiction, history and the ever changing colour of his pen.